Marketing - What Distorts the Results of Marketing Research

The video discusses the importance of data in marketing decisions and the potential pitfalls that can distort results. It covers sampling error, question wording, data quality issues, validity concerns, and biases from researchers and managers. These factors can lead to inaccurate data interpretation, affecting decision-making. The video emphasizes the need to avoid these issues for optimal outcomes.

What is a potential issue when studying a sample of a population?

• The sample might perfectly represent the population.

• The sample might not represent the population well.

• The sample always leads to accurate results.

• The sample eliminates all errors.

How can the wording of questions affect survey results?

• It has no impact on the results.

• It can influence the answers received.

• It always leads to accurate data.

• It simplifies the data collection process.

What is response bias?

• When respondents answer all questions.

• When respondents provide accurate answers.

• When respondents' answers are influenced by question wording.

• When respondents are always comfortable with questions.

What does validity in data measurement refer to?

• Measuring unrelated aspects.

• Ensuring all data is biased.

• Measuring exactly what is intended.

• Ignoring the context of questions.

How can researcher bias affect data results?

• It can distort the outcome of the research.

• It always improves data accuracy.

• It has no effect on data results.

• It ensures unbiased data collection.